Legal Marketing Case Study – Rix & Kay thought leadership in the later life and care sectorsPosted on: November 13, 2015
(Apologies – the original post appears to have been lost from the site)
Rix & Kay is a firm of solicitors in the South East with offices in Uckfield, Brighton and Sevenoaks. There are three lawyers and six assistants within its Later Life team which specialises in private client work (Powers of Attorney, Wills and care fees planning, Court of Protection etc) for elderly and vulnerable people.
In October 2015 the team won the Law Society’s Excellence Award for Business Development for its thought leadership campaign in the care sector and in November 2015 it won the Team of the Year Award at the LawNet Awards 2015. I talked to Richard Bates, the head of the team who led the campaign.
Business objectives and internal buy-in
“Back at the start of 2013 we had an idea to provide a specialist service for elderly and vulnerable people as in Sussex as nearly 23% of the population are 65+ compared to a national average of 17%. We needed to raise our profile and awareness of our specialist services and generate work referrals”.
“We identified that care homes were an important channel to market and had the idea of undertaking research into the issues they faced to learn more about them, establish personal relationships and explain the impact on their businesses if their residents did not have the relevant legal advice and authorities in place”.
“Our internal marketing and business development team helped provide some structure and a project plan for the work. I spent a lot of time explaining to the Later Life team, the partners and the rest of the firm about the proposed campaign and managing their expectations that it might take years for results to start appearing.”
How the integrated campaign evolved
“The research was conducted in two parts between June 2013 and January 2014. I personally interviewed 20 care home owners and operators to obtain qualitative information – some of those meetings were rather short and others became much longer where I almost became a mentor on a range of business issues – particularly as the Care Quality Commission now considers business operations as well as care provision. Then we sent a short questionnaire to 450 care homes in the region – addressing the issues facing both care home operators as well as their residents – and 60 responses were received”.
“Once I had analysed the results and written the report, the marketing team took over the design and production of the report and developed a new section of the web site. We sent out the report to those who had participated and alerted all those on our database to the series of quarterly events for those involved in the care sector we were launching at Sussex Cricket Ground. An early aim was to obtain as many email addresses and permissions as possible – we are now able to issue an e-bulletin every two months”.
“The campaign enabled us to draw together some other marketing activities – for example, a series of videos on topics such as deputyships and continuing care. And I made a concerted effort to use social media (primarily LinkedIn and Twitter) to engage in relevant conversations – adopting the themes that emerged from the research. This included participating in a weekly Twitter forum with care providers. I also started writing two columns in the trade press – Tomorrow’s Care which reaches 25,000 and on-line Nursing and Residential Care magazine reaching 2,000. I – and other members of the team – are now frequently asked to provide talks at care industry events now too”.
This approach to content management – using a major piece of content (the research report) – and developing content for monthly (traditional print media), weekly (blogs) and daily (social media) use is well established in digital marketing.
The results and the future
“The results have been really good. Fees for the Later Life team have increased by 21% since April 2013 and gross profit has increased from 49.1% to 54.8% despite adding a further three members of staff and the overheads. Client satisfaction has increased to 95% and 100% of our clients say that they would recommend us”.
“We have also been able to refer a significant number of cases and transactions to both our company/commercial and commercial property legal teams . This has resulted in the firm forming a cross-disciplinary Care Homes sector team so a lot more people in the firm are now involved in the campaign”.
“As we embarked on the second round of research earlier this year we found that people were much more willing to participate. And our established credibility in the sector – supported by the fact that some quite high profile people have engaged – has meant that we are already generating interest and work from those we are talking to”.
From my perspective, the campaign was a text book example of an integrated thought leadership campaign sustained over a period of time. The objectives were clear. What is perhaps most interesting is that it developed business in both business (B2B) and consumer (B2C) markets and whilst the core concept was in the area of referrer management it drew on the whole spectrum of marketing techniques – digital marketing, media relations, social media and events etc.
Details of the Rix & Kay Later Life team can be found here: http://www.rixandkay.co.uk/law-for-life/planning-and-support-for-later-life-and-the-vulnerable/
The report can be downloaded from here http://www.rixandkay.co.uk/law-for-life/personal-injury/faq/the-care-sector-what-does-the-future-hold-2/ The second edition will be published in January 2016
Law Society excellence awards: http://www.lawsociety.org.uk/support-services/events-training/excellence-awards/
- What makes an effective blog?
- What makes a good marketing campaign?
- Marketing a family law practice
- Developing a privately funded family law practice
- Legal marketing case study – Mishcon de Reya
- What is a value proposition or USP - and how do I create one?
- App development case study – Mills & Reeve lawyers
- Reflections on Managing Change and Leadership (with book list)
- What is thought leadership and why is it so important?
- Digital PR case study – Brecher Solicitors: from food to law to property blogging
- Case study – Digital PR central part of the mix to build an accountancy niche in fashion
- How are lawyers accountants and surveyors using social media in a more advanced way?
- Case study (Law firm marketing) - Mishcon de Reya
- Project Management in Marketing
- Legal Marketing Case study - How Thomson Snell & Passmore lawyers grew a new office from scratch
- Legal Marketing Case study - Withy King's research/media relations campaign
- Legal marketing case study: Focused newsletters at the heart of client relationship and events programmes at Aaron & Partners
- Case study: Developing a family law practice at Oxley & Coward solicitors in Yorkshire
- Legal marketing case study: Irwin Mitchell combines DR advertising, online promotion and brand building
- Legal Marketing Case Study: "Hot on family law" at Rayden Solicitors
- Withers’ double win - A cracking demonstration of superb law firm marketing AND a tour de force on legal pitfalls in social media
- Property marketing case study – Will Wright at White Space: Branding and video seeding
- Property marketing case study – Antony Slumbers: a sense of place, experiential marketing and augmented reality
- Property marketing case study: Adam Tinworth on the challenges of on-line communities and content management
- Property marketing case study – Kurt Özfıçıcı at Fresh01 on virtual tours, drones, Google glasses and projection mapping
- Property marketing case study – Video at Knight Frank, Berwin Leighton Paisner and Estates Gazette
- Property marketing case study – CBRE at MIPIM with bears and bulls video and social media
- Property Marketing Case Study – The power of brands in B2B and B2C (Cluttons, Workspace and CBRE)
- Steve Blank’s “lean start up” wins The Laurie Young Global Prize for Thought Leadership 2014
- Legal marketing case studies – Farrer & Co Lexis® Interaction® and Berwin Leighton Paisner Siteimprove web governance suite
- Accountancy marketing case study – Grant Thornton and Lexis® Interaction® aligning partner KPIs with business objectives
- Legal Marketing Technology Case Studies – Highlights from Conscious Solutions “Marketing in a digital world”
- Accountancy marketing case studies – Strategy and relationship management at BDO, Grant Thornton and RSM International
- Legal marketing case studies – Strategy and relationship management at Bird & Bird, DLA Piper, Mills & Reeve and Obelisk
- Legal marketing case study: Improving referrals through reward systems at Keystone Law
- “Mavericks, measurement and impatience” Campaign management in the professions – highlights from the West Midlands Professional Marketing Forum
- 10 steps to create a business development campaign
- Where do I start? Business Development for Lawyers (MBL Private Client Training July 2015)
- Marketing to the elderly – for lawyers and accountants
- Futurologist Chris Yapp on “The professional firms of 2020”
- Four questions from secretaries on marketing and business development: thought leadership, campaigns, social media and search engines
- Thought leadership lecture for Laurie Young – The future of the professions
- Legal Marketing Case Study – Fisher Meredith family law services and so much more
- Legal marketing case studies – Digital marketing at The Law Society Law Management Conference 2017
- Elderly, grey, silver, mature or hyperactive?
- Dear fee-earner, Love from Leeds: Why you should allow your marketing and business development team to help you to develop campaigns
- New lead generation and intelligence system for targeting high net worth private clients – An overview of NETZ
- LawBid - New matchmaking service for individuals and businesses seeking lawyers (outsourcing legal marketing)
- 7 tips to being a great conference chair
- Linking pipeline and portfolio management to avoid strategic drift
- Digital PR – What do you do if defamatory material about your business is published?
- How to write a press release
- Book Review – The Thought Leadership Manual by Tim Prizeman
- Lawyers find campaign management most valuable tool
- From expert to rock star – Using Passle for content creation and distribution
- Law firm web site benchmark from Draw
- Integrating awareness and relationship marketing
- Private client marketing - Competing in the digital era
- Accountancy marketing case study – Manufacturing and engineering benchmarking thought leadership at MHA
- Book Review: The Legal PR Guide – Gaining buy-in to law firm media relations
- Seven referrer management strategies – from a property perspective
- Project vs Campaign Management
- Bottlenecks, bulldozers and caught in the cross-fire – Highlights from a stakeholder management and buy-in session (2016)
- Relationship and referrer management – Piggybacks, Ghosting, Ridealongs, Swapsies and Orange Crates
- Search Engine Optimisation – In a nutshell
- Top ten tips on referrer management (2016 Birmingham)
- Persuasive writing tips – Five technical questions
- Selling legal services with storytelling
- Thought leadership campaigns and project management: Eight Essentials
- Legal marketing case study – Royds Withy King private client wealth proposition and new product Life Safe®
- Marketing planning in a nutshell – Selecting a strategy
- Accountancy marketing case study: Haines Watts accountants “For Love or Money” thought leadership campaign
- Persuasive writing: Titles and tweets
- A strategy for developing more private client work
- Referrer management – what do you do when you can’t reciprocate work referrals?
- Legal market research – Perceptions and needs of consumers and small businesses
- Cross-selling – The Big Questions
- Thought leadership, campaigns and project management – Nine insights from a workshop (2017)
- Social Media for Lawyers
- Ten tips on cross-selling – Boosting internal networks
- Business development writing for lawyers - 13 top tips for writing for impact
- Part one – Why? Twitter for lawyers, accountants and surveyors
- Part Two – How? Introducing Twitter to lawyers, accountants and surveyors
- Digital PR case study – BDO accountants “Service2020: Megatrends for the decade ahead” and local government social media campaign
- Four insights from developing a private client practice – Analysis, Objectives, Targeting and Internal Communication (June 2016)
- Referrer and intermediary management – Internal information systems
- Top persuasive writing tips – Audience, structure and content (Feb 2019)
- Cross-selling and referrer management – The view from marketing and BD
- Developing a private client practice – 10 insights (July 2017)
- Private client marketing – Five thoughts from heads of department (2017)
- Business development for lawyers – Pipelines, relationship management and international marketing (October 2017)
- Legal marketing case study: Social media in business development and relationship management: A guide for lawyers by Kim Tasso (Book review)
- Nine reflections on thought leadership (2019)
- Getting to grips with Instagram marketing in professional services
- Book - Social Media in Business Development and Relationship Management: A Guide for Lawyers
- Help your lawyers understand and engage with social media effectively
Category: Kim's Blog, Lawyers, Management Skills, Marketing, Social Media, Statistics and trends, Strategy
Tagged: Awards, Campaign, Case Study, Content Management, Digital Marketing, E-mail marketing, Elderly, Email marketing, events, Law Firm Marketing, Lawyers, Legal Marketing, Niche, Private client, Referrer management, Referrers, Research, Sector, Social Media, Thought leadership, Videos